To be perfectly fair, JCP’s stock has been tanking since 2007. It bounced back a bit in 2009. The problem is that JCP doesn’t have anything anyone wants. Trying to gay-wash their retail operations isn’t going to help at all - gay people wouldn’t be caught dead in JCP merchandise as it is not stylish enough, and it would just turn off whatever conservative or religious shoppers (not just Christian, but Jewish and Islamic) that still shop there (for whatever reason.
Personally, I can’t say I participated in the boycott - because it isn’t a boycott if you weren’t going to shop there anyway. I haven’t bought anything from JCP in over 15 years. :P
At least they have sneakers there that aren’t made in China.
I agree that it is only when there was nothing left to lose that JC Penney took their “bold stance” (probably hoping to raise some cash with a last-minute splurge by deviants before closing its doors); as this economy continues to tank, I find it ever easier to support the myriad of boycotts on FR because less and less of these places will get the limited discretionary income I have. In better times some businesses were unavoidable; now it is easy.